I sometimes feel that I end up writing the same things over and over again, and I will keep doing that until people listen!
No, but joking aside, this is the big one.
I think I need to frame this first, so please open your mind and think about what I’m going to say.
I want to explain to you the pros and cons of polytetrafluoroethylene as a material for beer can baffles as opposed to using polythene.
Are you still there? I know, that sentence struck fear into your hearts because you would probably struggle to imagine a more boring topic for a conversation. Well, that’s what people see when you send them your newsletter.
I know that you may think that this isn’t true for your industry because you work with “sexy” products…automotive, technology, fashion…commodities… but the reality is that whatever industry you are in it’s highly likely that it’s only sexy to you because you are in it.
Given that people you’re sending your marketing to really don’t care (and you know this if you’re being honest) why do you persist in sending things about product innovations, about new distribution contracts and about client case studies to an audience that have more important things to worry about than reading your marketing material?
Question: What is the one thing that everyone you send communications to areas about?
I know that this is obvious, but think about it. How often do you receive an email where YOU are the focus rather than the sender? It tends to be a rarity. Actually this is true of not just emails and letters, it’s true of websites as well.
About us, our products & services, contact us, case studies, our management team. These are the titles on most websites.
I think that pretty much every organisation needs to have a wholesale rethink of how they begin and develop communications with their customers and prospects. Putting the customer centre of what they do, talking about the customer’s problems and issues, trying to help. Rather than trying to sell.
Until this happens, there will be no differentiation between you and your competitors. With no differentiation comes price sensitivity, lack of loyalty and your passion becomes noise in the marketplace.
Until you grasp this rather unpleasant nettle you won’t be able to mobilize the power of social media in your marketing. You won’t be able to turn your customers in to advocates for your brand. And you won’t be able to access the enormous opportunity that is Facebook, LinkedIn, Twitter (and others), an ecosystem which is now home to over 50% of the world’s population.
Digital Leadership Associates: We are a Social Media Agency. We do three things: Social Media Strategy, Social Selling and Social Media Management. Drop us an email and let’s talk about how we can make an impact on your organisation.